Mobile Evolution – The Executive
Back in June IDG Global Solutions released the 5th annual Global Mobile Survey, the biggest ever study of consumer and business use of mobile devices.
The survey, conducted among more than 23,500 executives and consumers across 43 countries, focused on four key areas:
- Mobile Executives: How executives use mobile devices—especially for business
- Mobile Business: How and when audiences research and purchase products on mobile devices
- Mobile Millennials vs. Generation X: Differences in consumer behavior across video, social and commerce
- Mobile Lifestyle: How audiences use multiple screens, socialize and buy on mobile devices
The research also reveals that video consumption has become pervasive on mobile devices, with 75% of respondents using smartphones and 87% tablets to watch online video. Millennials and C-suite executives, meanwhile, are near equal consumers of tablet video with 92% of 18- to 34-year-olds and 91% of senior executives (CEO/COO/Chairman/President) reporting they watch video on their tablet. Both audiences access all kinds of video content—including YouTube, movies, TV shows and training guides—although, senior executives are nearly twice as likely as Millennials to watch promotional videos.
The study highlights:
- Dramatic increase in mobile video consumption: 75% of consumers use a smartphone to watch online videos compared with 61% in 2012.
- Mobile replaces traditional media: 50% of respondents use a tablet to read newspapers, and 40% have replaced either the desktop or laptop with a tablet device.
- Blurring boundaries between business and personal life: 80% of all respondents research products or services for business on a tablet in the evening.
- Lack of mobile-enabled websites and security concerns remain the biggest barriers to the growth of purchases on smartphone.
“The ‘mobile evolution’ is having a profound effect on consumers and businesses,” said Christina Carstensen, IDG Global Solutions. “It has kick-started the ‘always-on’ culture, presenting brands with unprecedented opportunities to develop closer relationships with their customers. We have moved beyond media convergence to a convergence of technology and humans, and brands more than ever need to show their human side to communicate in a relevant, engaging and intuitive way.”
For the rest of the week we will provide a short discussion on each of the four key areas beginning today with,
For senior executives, smartphones are a critical business tool. The majority of senior executives (92%) own a smartphone used for business with 77% reporting they use their smartphone to research a product or service for their business. While the majority (93%) go on to purchase that product via the Internet using a laptop or desktop, 50% of these executives have purchased IT products for business using their smartphone with 13% reporting making a purchase between $1,000 to $4,999 USD. (£600–2,999; €700–3,499).
Security concerns (45%) and having a website not mobile enabled (43%) were the most common reasons for this audience not to purchase a product via smartphone. Like mainstream consumers, senior executives want an omni-channel purchase environment to seamlessly move between devices to make IT purchases.